Abstract:

Is it possible to test whether branded content met its campaign objectives? See how the BBC combined the latest in emotion tracking tech with devilish psych methods to product a new research tool that is taking the advertising world by storm. In 2017 we set out to create the SOE (Science of Engagement) Toolkit; a new campaign effectiveness tool for content marketing. A tool that focused on measuring emotion, and correlating the emotional effects with change in subconscious brand association.